Vukile, Global

Codeveloping the Global Rebranding for Vukile, a leader in Retail Properties

THE CHALLENGE

Vukile holds a portfolio of property assets consisting of 52 assets (36 in SA and 16 in Spain), amounted in market value to €1600m for a total lettable area of 1,853,584 m2.

Vukile Property Fund is specialized in owning and managing real estate assets operating in Spain and South Africa, and is the first property company to be awarded Real Estate Investment Trust (REIT) status by the Johannesburg Stock Exchange. Today is one of the Top 5 REITs in South Africa. The company has developed a strategy aimed at creating and sustaining value over the short, medium and long term through operating a diversified fund which is overweight in the retail sector. They are a high quality, low risk, Retail REIT in South Africa with growing international exposure in Spain and have a strong operational focus with a core competence in active asset management.

THE CHALLENGE

After many years of a fruitful relationship Vukile, they asked TOTEM Branding to help them codevelop an updated a new identity. The challenge was big: With the ambition to be the most loved, trusted and respected retail property partner we embarked in an inspiring and enriching journey into the future.

Ensuring good governance and leadership, Vukile aims for simplicity and transparency with clarity of vision, strategy and structure, coupled to prudent financial management and have great capital markets expertise. Retail-focused, its assets are held 48% in South Africa and 52% in Spain through its 89.6% held Madrid-listed subsidiary Castellana Properties Socimi.

WHAT WE DID

In a collaborative and co-creative process, everything started at the root, in the essence of the Vukile brand, in the revision, updating and redefinition of the purpose, mission, vision, values, value proposition. The new tagline, “centre of growth”, puts emphasis on how Vukile pursue future growth and continue to sustainably create value for all stakeholders, supports the process of achieving the aspirations of clients, shareholders and employees, driven by Innovation and Customer Centricity as part of the DNA.

A property brand with a human focus. Caring inspiring and loving people. Delivering unexpected experiences. Being an important part of peoples lives, providing services and experiences that impact their quality of life. Providing the best experiences, entertainment and services, exceeding expectations.

THE RESULT

A positive dynamic brand form which visually captures the companies “centre of growth” positioning and reflects the human and agile nature of the business.

The current brand evolved into a more inimitable, original and ownable identity.

WHAT WE DID

Vukile translates as ‘the new dawn’ the core of the identity remains a vibrant orange helping to cut through the visual noise we all interact with every day. The design system supporting the new logo needed to be flexible enough to adapt to the broad nature of applications and mediums and to help communicate an innovation company that cares deeply about the people and the life enhancing benefits of their activity.

We codeveloped the masterbrand guidelines, the brand language, brand applications including signage, physical environment, corporate, marketing, stationery, communication and digital elements. We also detailed the brand that applies to the umbrella of Vukile sub brands. The new brand system adapts, and moves to engage different audiences across the diverse environments that brands must embrace.

THE RESULT

At TOTEM Branding we are deeply grateful to the Vukile team for trusting us to be part of the next inspiring stage of this powerful brand. Vukile has now a brand that is better prepared than ever to meet the challenges of the coming decade.

Vukile Property Fund delivered a breakthrough performance at the Intellidex Top Investor Relations Awards 2023, with excellent rankings overall and in the mid-cap category, informed by highquality insights from investment professionals. Vukile took second place for investor relations by a mid-cap listed company and was included in the Top 10 (ninth) for all JSE-listed companies. It placed in the Top 3 overall for Best Integrated Annual Report and Most Accessible Senior Management and the Top 10 for best market communications. Vukile also ranked among the Top 5 Industrials for its investor relations.

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